Ethnography: An Unfiltered View of Reality

N068_UU_Ethnography - An Unfiltered View of RealityEthnography: An Unfiltered View of Reality

Ethnography was originally used as a method to understand tribes or cultures in distant lands, today it is applied to any culture including our own. Ethnography is used in numerous sectors – from healthcare, financial services and FMCG to automotive – and is so adaptable because of its dedication to interpreting human behaviour. It helps our clients identify previously unseen opportunities through looking at people’s worlds in a new way, through putting behaviour at the heart of our investigation.

民族誌:不經過濾的現實視角

民族誌最初是用來瞭解遙遠地區文化的方法,而現今則應用於包括我們自己文化在內的任何文化。民族誌可用於諸多領域,從醫療保健、金融服務、快速消費品到汽車行業,由於民族誌致力於解釋人們的行為,因此適用性很強。儘管民族誌是種古老的研究方法之一,但至今仍常常被認為是市場研究領域中一種創新的研究方法。它能將行為置於研究的核心,以新的方式觀察消費者的世界,以幫助我們挖掘潛在的機會。

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